SK-II's #INeverExpire Campaign Discusses Age-Related Stigma
Laura McQuarrie — May 4, 2018 — Fashion
References: sk-ii & cosmeticsbusiness
As part of its #ChangeDestiny initiative, skincare brand SK-II launched a new campaign called #INeverExpire that sparks a discussion on women and societal pressure related to aging. As part of this new campaign, SK-II invited actress Chloe Bennet, journalist Elaine Welteroth and GirlBoss founder Sophia Amoruso to share their views on the topic in order to generate more conversation around age pressure around the world.
Months ago, SK-II released a short video called The Expiry Date and in 2016, a short film called Marriage Market Takeover that went viral. These films comment offer a perspective on unmarried women in their mid-to-late twenties who are often seen as "leftover women" in China and face extreme pressure to settle down and get married.
One of the first videos in the #INeverExpire campaign stars Chloe Bennet, who offers her own reactions to SK-II's The Expiry Date film.
Months ago, SK-II released a short video called The Expiry Date and in 2016, a short film called Marriage Market Takeover that went viral. These films comment offer a perspective on unmarried women in their mid-to-late twenties who are often seen as "leftover women" in China and face extreme pressure to settle down and get married.
One of the first videos in the #INeverExpire campaign stars Chloe Bennet, who offers her own reactions to SK-II's The Expiry Date film.
Trend Themes
1. Age Positivity - There is an opportunity for brands to promote positive aging messages and challenge traditional societal views on aging.
2. Inclusivity Advocacy - There is an opportunity for brands to take a more active role in promoting inclusivity and advocating against ageism.
3. Influencer Marketing - There is an opportunity for brands to leverage the power of influencers to spark conversations and engage with audiences on important social issues.
Industry Implications
1. Beauty - Beauty brands can take a leading role in promoting positive aging messages and launching campaigns that challenge traditional societal views on aging.
2. Media - Media companies can promote inclusivity and advocate against ageism by featuring more diverse voices and perspectives on aging in their content.
3. Fashion - Fashion brands can leverage influencer marketing to help spark conversations and engage audiences on important social issues related to aging, such as ageism and inclusivity.
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